Advertising Project Get into groups of 4 You are going to come up with an advertising campaign for a product. BIG IDEA Create a print advertisement or commercial for the product you choose. You must have a slogan and a catchy name for your product. You must include evidence of the use of appeals, persuasive techniques and at least two logical fallacy. 1

Product You have two options: Use a product that is used but does not have advertisements. (No brand recognition) Create your own unique product to advertise Create your own product name If necessary create your own packaging 2

When Creating an Advertisement Consider? WHO the ad is aimed at - describe them demographically and psycho-graphically WHAT is being advertised and WHAT is specifically highlighted about the product (the benefits) in this ad? WHY does this (the big idea)help sell a product? WHERE/WHEN this ad might appear in order to reach its target audience Product Packaging- Come up with the packaging the product will come in. 3

Presentation Outline Must be written out and turned in next class. Commercial Have a script of what each character is going to say Locations for the shoot Identify which type of and where in the commercial the persuasive technique, appeals and logical fallacies will be incorporated and how. Explain your plan for creating the video and editing Print – What visual will be used to create your imagery – Identify which type of and where in the commercial the persuasive technique, appeals and logical fallacies will be incorporated and how. – Explain your plan for creating 4

Commercial/Print Advertisement Explanation 2-3 Slides WHO the ad is aimed at - describe them demographically and psycho-graphically WHAT is being advertised (Big Idea) and WHAT is specifically highlighted about the product (the benefits) in this ad? WHY does this (the big idea)help sell a product? WHERE/WHEN this ad might appear in order to reach its target audience Explain the slogan and a catchy name for your product. Explain the appeals, persuasive techniques and at least two logical fallacy. 5

Language of Advertising In his influential book, Confessions of An Advertising Man (Atheneum, 1988) David Ogilvy lists the most persuasive words in advertising as suddenly now announcing introducing improvement amazing sensational remarkable revolutionary startling miracle magic offer quick easy wanted challenge compare bargain hurry 6 These words act as triggers to interest audiences in a product. They are also overused, and may, these days, be counted as clichés.